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Tuesday, July 20 2021
2:00pm - 3:00pm

You’ve Mapped the Buying Journey... Now What?

Whether you're still mapping out your specific market’s Customer Buying Journey or already have a completed map in front of you, the question remains — how best to use it? It’s time to take the drive into developing and deploying business strategies based on this innovative perspective.

For decades, Market-Partners Inc. (MPI) has put forward the argument that the days of pulling a buyer through a sales process are long over. The only process that results in an acquisition is your customer’s buying process, which is why the role of sales and marketing must become managing customers through the stages of their end-to-end Buying Journey. Similarly, post-sales should focus on supporting the customer on their way towards full adoption.


In this presentation, MPI CEO and Founder, Martyn Lewis, will explain how this customer-centric perspective can be taken beyond CX and UX and translated into both the Market Engagement Strategy and Customer Buying Journey Navigator. These two tools are the cornerstones of the Outside-In™ approach, outlining optimal business activities at each step of the end-to-end Buying Journey to predictably guide customers from initial interest to satisfied use.

Topics will include:

The talk will be followed by the Q&A session where you can ask Martyn your questions.

🎤 About the speaker

Martyn Lewis, Founder and CEO of Market-Partners Inc.

Martyn Lewis, and his company Market-Partners Inc., have been mapping Customer Buying Journeys for 20 years.

In fact, they were the first consulting firm to flip the emphasis from the product and why someone should buy, to the customer and how they buy. They have mapped well over 150 Buying Journeys for offerings as diverse as high technology, medical equipment, healthcare services, financial services, industrial equipment among many more. In their work, they have talked to more than 2,500 buyers.

Their research and associated findings have now been published in the book How Customers Buy…& Why They Don’t which has received 5-star reviews, been featured and quoted by Forbes, Inc. Selling Power as well as being nominated as a must-read business book by UXPressia.


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